Braze Research Reveals AI Engagement Gap: High Adoption, Low Impact
Event summary
- Braze released two studies (Forrester, Cowry) showing 457% ROI for its platform over three years, but broader industry data reveals most brands struggle to translate AI investment into measurable returns.
- High-performing brands focus on real-time data activation, embedded decisioning, and continuous optimization.
- Braze's Astha Malik emphasizes shifting from AI content volume to outcome-driven engagement.
- Research highlights a growing divide between brands using AI for output vs. those driving conversion, retention, and revenue.
The big picture
Braze's research underscores a critical shift in customer engagement, where AI adoption alone no longer suffices. The findings highlight an industry-wide challenge: moving from experimental AI use cases to integrated systems that deliver tangible outcomes like conversion and retention. As brands grapple with message overload—consumers now see up to 10,000 commercial messages daily—the ability to deliver relevant, real-time experiences will separate high performers from the rest.
What we're watching
- Execution Gap
- Whether brands can bridge the divide between AI adoption and measurable business impact.
- Real-Time Data
- How effectively companies unify and act on first-party data to drive engagement.
- Operational Simplicity
- The pace at which marketing teams consolidate tools to improve speed and consistency.
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